AIG hears how poultry sector benefits from proactive communications

The British chicken sector is benefiting from a proactive approach to communications, the NPA’s Allied Industry Group heard at its latest meeting.

The AIG invited the British Poultry Council’s public affairs and PR manager Shraddha Kaul to address its latest meeting.

She outlined how the industry is focusing on positioning chicken as ‘affordable and available for the average consumer’, with a lot of innovation currently happening in the sector. But a critical part of this message is the reputation of chicken, particularly as in intensive sector with the spotlight constantly shining on issues like animal welfare and antibiotic usage.

Her key message was that the chicken industry seeks to be ‘confident and bold’ in what it stands for, having faith that is doing the right thing. She stressed the need also to make the point that the industry was trying to feed the nation in an affordable way, while maintaining its high standards.

The industry tries to be ‘honest and transparent’ when challenged, and will also be proactive in trying to get these messages across. Engaging with the media, and not just when issues arise, is important to help combat negative messaging, she said.

But it is important to ‘pick your battles’, she added, suggesting that some of the claims made about the industry are not worth engaging with. It is also necessary to keep politicians aware of these messages, she added.

Ms Kaul explained how the BPC was working with charities and food banks supporting the vulnerable as, she said, every person deserves access to a secure food chain.

AIG chairman Hugh Crabtree thanked Ms Kaul for her presentation and said there were clearly many similarities with the pig sector.